It looks like the Danica Patrick NASCAR sponsorship saga will continue as Nature' Bakery filed a counterclaim against Stewart-Haas. The argument started when Stewart-Haas filed a $31 million lawsuit against Nature's Bakery for breach of contract which has led to a counter claim from Nature's Bakery.

The lawsuit claims that Nature's Bakery refused to pay millions of dollars of sponsorship money to Stewart-Haas. Furthermore, Stewart-Haas claims that Nature's Bakery accused Danica Patrick of promoting competing products in an effort to justify avoiding payments.

Nature's Bakery alleges that Stewart-Haas can't control Danica Patrick's performance, specifically her social media. According to the company, Danica Patrick used social media to promote other competing products but refused to market Nature's Bakery's products. Nature's Bakery compares Danica Patrick's actions to Michael Jordan wearing Adidas as reported by USA Today.

Moreover, the company says that Stewart-Haas can't guarantee exclusivity for Nature's Bakery products in the category of on-the-go foods as Danica Patrick was seen endorsing a protein bar made by one of their competitors, Six Star Pro in her social media account. For Stewart-Haas, Nature's Bakery's allegations aren't something new as the company has used the same argument as a means to avoid payment. Furthermore, the problem with Nature's Bakery's argument is that Six Star Pro isn't a direct competitor.

Nature's Bakery sells healthy snack options like brownies and fig bars. On the other hand, Six Star Pro sells fitness products like protein bars and powders which Danica Patrick endorsed. The snack bar segment can be broken down into categories such that the two products of the two companies aren't in the same category as reported by NESN.

The family owned Nature's Bakery also adds that Stewart-Haas has promised the company to see four times the return on their investment. It's possible that the expected returns didn't turn out to be true which led to Nature's Bakery refusal to pay for Danica Patrick's endorsement.

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